About Digital Copywriting (made for Akber Bekasi, Mei)

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Akber (Akademi Berbagi) is a social movement in Indonesia. It teaches people about the passion of sharing. Give back to society. And this is my presentation for Akber Bekasi.

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About Digital Copywriting (made for Akber Bekasi, Mei)

  1. COPYWRITING DIGITAL IN @seno_pramuadji
  2. INTRO DUCTION
  3. PERJALANAN KARIER? PT KOMPAS CYBER MEDIA (KOMPAS.COM) - NOW PT LEJEL HOME SHOPPING B;INTEGRATED (AGENSI IKLAN) PT MANDIRI DIPTA CIPTA (MANGGA DUA SQUARE) KINO CORP (FMCG) RADIO PRAMBORS SEMARANG
  4. Co-moderator SMSC (Social Media Strategist Club) Bersama anak-anak digital ngehits lainnya: -Dimas -Pitra -Popon -Pandu
  5. LEGO KOLEKTOR AMATIR
  6. AG E ABOUT ‘IKLAN’ OR ADVERTISING BASIC COPYWRITING THE SCOPE DIGITAL COPYWRITING HOW TO DO IT/THE TIPS NDA
  7. RES P GET A CLUE OF WHAT IS COPYWRITING WHO IS BEHIND ALL OF THAT WILL HAVE PASSION IN ADVERTISING HOPEFULLY, CAN CREATE CONTENT/COPY ONSE
  8. IKLANADVERTISING [1][2] IN BUSINESS IS A FORM OF MARKETING COMMUNI- CATION USED TO ENCOURAGE, PERSUADE, OR MANIPULATE AN AUDIENCE (VIEWERS, READERS OR LISTENERS; SOMETIMES A SPECIFIC GROUP) TO TAKE OR CONTINUE TO TAKE SOME ACTION (WIKIPEDIA). ADVERTISING IS SIMPLY THE COMMUNICATION OF A SALES OR PERSUASIVE MESSAGE DESIGNED TO AFFECT ATTITUDES OR BEHAVIORS TOWARD THE ADVERTISED PRODUCT." - Don E. Schultz From Essentials Of Advertising Strategy.
  9. IKLAN PENYAMPAIAN PESAN =
  10. Advertising Agency: Leagas Delaney, Hamburg, Germany
  11. Advertising Agency: i Latina, Mexico City, Mexico
  12. WHAT REALLY DECIDES CONSUMERS TO BUY OR NOT TO BUY IS THE CONTENT OF YOUR ADVERTISING, NOT ITS FORM – David Ogilvy
  13. COPYWRITING ADALAH MENGONSEP DAN MENULIS COPY UNTUK MENYAMPAIKAN PESAN (JUALAN) KEPADA PEMBACA/USER/TARGET
  14. PRODUCT: CONDOM - STRICT REGULARATION - NO EXPLICIT CONTENT SO...HOW DO WE DO IT?
  15. IS LIKE BATMAN ART DIRECTOR & ROBIN COPYWRITER &
  16. WRITER ART COPY DIRECTOR
  17. DIGITAL ? HOWABOUT
  18. DIG ITALDIGITAL/ONLINE IS JUST A PLATFORM. THE ONLY DIFFERENCE IS...
  19. UNDERSTA NDING PEOPLE'S ONLINE BEHAVIOR
  20. INTERNET USER*in millions 59,6 72,7 83,6 93,4 Source: eMarketer, 2013 2012 2013 2014 2015
  21. femal e male DEMOGRAPHIC Source: : APJII, Profil Internet Indonesia, Des 2012 48,4 51,5
  22. DEMOGRAPHIC by AGE Source: : APJII, Indonesia Internet Profile, Des 2012 DIGITAL IMMIGRANT This older generation knew internet when they were an adult. Need to learn and adapt DIGITAL NATIVE This younger generation born and living in the internet era. They tend to make trends in cyber 9,9 % 11,6 % 10,9 % 9,1 % 14,2 % 11,8 % 10,9 % 10,1 % 6% 3,1 % 15 - 19 20 - 24 12 - 15 30 - 34 25 - 29 50 - 54 45 - 49 40- 44 35 - 39 55 - 59
  23. DEMOGRAPHIC by AGE Source: : APJII, Indonesia Internet Profile, Des 2012 INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years old (58,4 %) 9,9 % 11,6 % 10,9 % 9,1 % 14,2 % 11,8 % 10,9 % 10,1 % 6% 3,1 % 15 - 19 20 - 24 12 - 15 30 - 34 25 - 29 50 - 54 45 - 49 40- 44 35 - 39 55 - 59
  24. INDONESIA MEDIA CONSUMPTION TELEVISI NEWSPAPERRADIO 1 43 43,5 8,717,4 INTERNET 2 30,4 INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years Source: Nielsen, eMarketer, 2012
  25. INDONESIANS SPENT +3 HOURS ON INTERNET/DAY Source: Nielsen, eMarketer, 2012
  26. NEWS READING WORLD-WIDE INDONESIA SINGAPORE VIETNAM 69,7 194,8 75,9 55,7 Minutes Spent per visitor on News/information category: Source: Comscore Media Metrix, 2013
  27. 65,7 % 52 % 45% 1,9 % HP TABLETLAPTOPPC DEVICES USED Source: : APJII, Indonesia Internet Profile, Des 2012
  28. SPEND TIME W/ FAMILY WHAT DO THEY WHEN THEY’RE ONLINE 87,8 68,3 62,1 57,9 22,4 18,5 5,9 68,9 11,6 SOCIAL MEDIA DL/UL VIDEO NEWS EMAIL CHATTING ONLINE GAME VIDEO CALL OTHERS BROWSING Source: : APJII, Indonesia Internet Profile, Des 2012
  29. 69 35 29 17 14 6 6 IN BED WAITING WATCHING TV SPEND TIME W/ FAMILY COMMUTER LINE MEETING/CLASS BATHROOM Source: InMobi, Mobile Media Consumption WHERE THEY ONLINE?THEIR ONLINE BEHAVIOUR In INDONESIA, PEOPLE LIKE TO USE MOBILE PHONE when THEY’RE ALONE
  30. 43 37 36 23 20 16 16 WHATSAPP BBM LINE FB MESSENGER WECHAT KAKAOTALK SKYPE INDONESIAN LIKES TO CHAT...A LOT Source: On Device Research 2013 THEIR CHATTING HABIT INDONESIAN S ARE A VERY SOCIAL AND “CHATTY” MARKET
  31. SEO DESIGN USER USABILITY USER EXPERIENCE INTERFACE SEARCH ENGINE OPTIMIZATION INFORMATIONARCHITECTURE GRID www.nngroup.com
  32. INFORMATION ARCHITECTURE Structural design of shared information environments. Organizing and labeling websites, intranets, etc. Activities that require explicit details of complex information systems. Include library systems and database development.
  33. THREE MAIN TYPES OF USER INTERFACES: (1)command language: the user must know the machine and program-specific instructions (2) menus: user chooses the commands from lists displayed on the screen (3) Graphical User Interface (GUI): user gives commands by selecting and clicking on icons displayed on the screen
  34. IA=KERANGKA INFORMASI
  35. UI=ALUR/ DESAIN ANTAR MUKA
  36. DESIGN
  37. FIVE COMPONENTS OF USABILITYLearnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency: Once users have learned the design, how quickly can they perform tasks? Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction: How pleasant is it to use the design?
  38. NOW... HOW DO YOU WRITE IN DIGITAL/ SOCIAL NETWORKING
  39. HOW TO CREATE CONTENT/COPY KISSKeep It Simple, Stup*d Lewis Raven, Associate Creative Director, glue Isobar, “...It's so, so easy for readers to get distracted online”... “Make your point with precision...” “Follow your instruction to 'click here', 'roll over', or 'buy now!' ...” “...People read copy differently online than they do offline, so advises "writing visually“ "Online users view text rather than read it. They scan, skim and scroll. Normally at high speed...” Eloise Smith, Creative Director at Euro RSCG London “....Online text behaves differently from print – it's clickable, scrollable, copyable and searchable..”
  40. HOW TO CREATE CONTENT/COPY It's a cliche, but knowledge is power. Or in the case of a digital copywriter — fuel. In order to be successful, YOU NEED TO KNOW THE PRODUCT, YOUR AUDIENCE AND THE SPACE WHICH YOU'RE WRITING FOR, INTIMATELY.
  41. "GOOD WRITERS KNOW THINGS. THEY FIND OUT INTERESTING THINGS OUT ABOUT PRODUCTS OR SERVICES. George Tannenbaum, Executive Creative Director at R/Ga
  42. DID YOU KNOW? THE IDEAL LENGTH OF A TWEET IS 100 CHARACTERS
  43. TWEETS ARE LIMITED TO 140 CHARACTERS SO THEY CAN BE CONSUMED EASILY ANYWHERE, EVEN VIA MOBILE TEXT MESSAGES. THERE’S NO MAGICAL LENGTH FOR A TWEET, BUT TWEETS SHORTER THAN 100 CHARACTERS, GET A 17% HIGHER ENGAGEMENT RATE.- BUDDY MEDIA DID YOU KNOW?
  44. DID YOU KNOW?
  45. THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN 40 CHARACTERSWILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS. DID YOU KNOW?
  46. DID YOU KNOW?
  47. DID YOU KNOW?
  48. TIPS FOR ONLINE CONTENT LENGTH: - TWEET < 100 CHARACTERS - FACEBOOK < 40 CHARACTERS - GOOGLE+ < 60 CHARACTERS - HEADLINE <= 6 WORDS - BLOG POST <= 1,600 WORDS - EMAIL SUBJECT = 28-39 CHARACTERS DID YOU KNOW?
  49. THE FORMULA?
  50. LESSON OF LIFEIS OUT THERE
  51. EMB RACECOMMUNITY
  52. IDEA MOVIESIS YOUR
  53. IS GOOD GO TO MUSIC CONCERT ADDICTION
  54. READ..READ.. WRITE...WRITE... & WRITE
  55. S.A.L.E.S
  56. Speak Their Language
  57. ALWAYS IMAGINE YOU'RE TALKING WITH THEM
  58. Live the Experience
  59. Extra ordinary Attitude
  60. Sleep with the Brand
  61. CASE STUDY OREO “Dunking in the Dark”
  62. IMAGINE YOU'RE TALKING WITH THEM (PROBABLY) THE GREATEST CONTENT CREATION
  63. 1TWEET
  64. 0BUDGET
  65. 525.000.000 EARNED IMPRESSIONS
  66. 10.000 RE TWEET 18.000 LIKES 5000 SHARE IN JUST THE FIRST HOUR
  67. AWARD WINNING * Cannes Lions Awards - Direct: Digital Marketing - Silver Lion * Cannes Lions Awards - Cyber: Viral - Bronze Lion * One Show Awards - Best Use of Social Media - Gold Pencil * CLIO Awards - Social Media - Bronze * CLIO Awards - Innovative Media - Bronze * IAB MIXX Award - Viral Marketing - Silver * OMMA Awards - Best in Show & Best Viral Campaign * Adweek Project Isaac Awards - Social Media Invention * Golden Award of Montreux - Viral Marketing - Gold Medal * Food & Beverage (FAB) Awards - Viral Marketing - Finalist * Digiday Awards - Best Creative * LIA Awards - Digital Specialism: Viral - Finalist * ADC Awards - Interactive: Online Content - Merit * Effie Awards - Single Engagement - Finalist (TBD)
  68. Advertising in business is a form of marketing communication KEEP IN 2: WHAT TO SAY HOW TO SAY
  69. TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTANDING PEOPLE'S ONLINE BEHAVIOR
  70. REMEMBER S.A.L.E.S SPEAK THEIR LANGUAGE ALWAYS IMAGINE THEM LIVE the EXPERIENCE EXTRAORDINARY ATTITUDE SLEEP with THE BRAND
  71. REMEMBER S.A.L.E.S SPEAK THEIR LANGUAGE ALWAYS IMAGINE THEM LIVE the EXPERIENCE EXTRAORDINARY ATTITUDE SLEEP with THE BRAND TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTAND PEOPLE'S ONLINE BEHAVIOR Advertising in business is a form of marketing communication KEEP IN 2: WHAT TO SAY HOW TO SAY
  72. QUESTIONS?
  73. Twitter: @seno_pramuadji www.about.me/senopramuadji

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